4 Research Overview RESEARCH OVERVIEW Research Objectives Determine the percentage of mobile phone and tablet owners who play mobile games and the growth of mobile gaming over the past year. Understand current mobile game play activity and preferences as well as changes, if any, due to the recent growth in tablet ownership. Gather past (2010 and 2011) and future (2012 and 2013) mobile gaming purchase trends. Benchmark to the 2009 and 2011 mobile gaming surveys. Data Collection Overview Methodology: Web survey (epanel). Audience (US and UK Internet users owning a mobile device). Survey length: 34 questions. Survey period: April 25, 2012 May 1, ,004 qualified responses (602 US, 402 UK). Survey Qualifications Live in the United States or United Kingdom. Own a mobile phone and/or or tablet. Played games on a mobile phone and/or tablet within the past month. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

5 Research Overview MOBILE DEVICE OWNERSHIP Mobile device owners=2,301 Four out of ten (39%) mobile device owners in the US and UK continue to use a standard mobile phone; almost half (46%) have a smartphone, while 18% have a tablet (*). Many own more than one mobile device, including 15% who own both a phone and a tablet (15%). 50% 45% 40% 39% 46% Single vs. Multiple Device Ownership Phone only 82% Tablet only 3% Phone and tablet 15% 35% 30% 25% 20% 20% 18% 15% 5% 0% Standard phone Web-enabled phone Smartphone Tablet * 2011 benchmark data based upon a select-only-one criteria and included mobile phone options only. 52% standard phone, 21% web-enabled phone, 27% smartphone. Q3 What type of mobile device (phone or tablet) do you currently own and use? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

6 Research Overview MARKET SIZING - MOBILE DEVICE OWNERS AND MOBILE GAMERS 59% of those who own a mobile device have played a game on either a mobile phone and/or a tablet. This reflects a 13% increase in the past year. 44% of the mobile gamers have played a mobile game in the past month and qualified to participate in the survey. This equates to a 29% increase in the past year. 100% 100.0% 100.0% 90% % 70% 60% 50% 52.0% 59.0% 44.0% 40% 34.0% 30% 20% 0% Mobile device owners (2,301) Played game on mobile phone in the past Played game on mobile phone in the past month Mobile gamers (1,367) Played a mobile game in past month (1,004) Note: 2011 data represent mobile phone owners, while 2012 data represent mobile device (phone and tablet) owners. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

7 Research Overview MARKET SIZING GROWTH IN MOBILE GAMING IN US (2012 vs. 2011) US Internet users who have played a mobile game in the past month increased 45% over the past year. 300 % of US Internet users playing a mobile game at least once % of US Internet users playing a mobile game in the past month % % 49.7% 38.0% % % Note: 2011 data represent mobile phone owners, while 2012 data represent mobile device (phone and tablet) owners. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

8 Mobile Gamer Profile For the purposes of this survey a mobile gamer is defined as someone who has played a game on his/her phone and/or tablet in the past month.

9 Mobile Gamer Profile GENDER This year an equal number of males and females played a mobile game in the past month and as a result qualified to participate in the survey. Males are more likely to use both a phone and a tablet to play mobile games. 60% % Phone (675) Device(s) Used for Mobile Game Play Tablet (117) Phone/Tablet (212) # Months/Years Mobile Gaming < One Year (442) > One Year (562) Male 49% 46% 56% 48% 52% Female 51% 54% 44% 52% 48% 50% 51% 50% 50% 49% 45% 40% 30% 20% 0% Male Female Q33 Gender PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

10 Mobile Gamer Profile AGE The average age of a mobile gamer is 39.5 years compared to 39.3 in Two-thirds (66%) of mobile gamers are less than 45 years old, while 16% are 55 or older. The average age of those who only play mobile games on a tablet is % 25% 20% 15% % Average 27% 2012: : % 16% 19% 23% 21% 18% Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Q7 (212) Average Age % 6% 14% % 14% 37% % 13% 24% % 19% 15% % 23% 7% 65+ 4% 26% 4% 12% 5% 4% 6% 0% Q34 Age PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

11 Mobile Gamer Profile DEVICES USED WHEN PLAYING GAMES (ALL GAME PLAY) Half of all game play time is spent using a mobile device (phone, tablet and/or handheld). A mobile phone and desktop/laptop computer are the devices used most for playing games. Tablets represent 13% of total game play. Mobile phone 33% Desktop/laptop computer 32% Game console 18% Device(s) Used for Mobile Game Play Tablet Handheld game player 4% 13% Phone (675) Tablet (117) Phone/Tablet (212) Desktop/laptop 35% 32% 22% Mobile phone 41% 0% 24% Game console 19% 12% 19% Handheld 4% 2% 6% Tablet 0% 54% 30% 0% 5% 15% 20% 25% 30% 35% Q17 Based upon your total game play, what percent of the time do you spend playing games on the following devices? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

12 Mobile Gamer Profile LENGTH OF TIME PLAYING GAMES ON MOBILE DEVICE 40% 35% 30% 25% 20% 15% 5% % 18% 16% 16% 15% 6% 23% 25% 25% 34% 26% 22% 21% 15% 9% The number of new mobile gamers (playing for less than one year) continues to increase annually. 44% are new to mobile gaming this year compared to 34% in 2011 and 22% in Three-fourth (73%) of tablet only users are new to mobile gaming. Two-thirds of new mobile gamers started playing in the past six months. 0% 1-6 months 7-12 mths 1-2 years 3-5 years > 5 years Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) # Months/Years Mobile Gaming < One Year (442) > One Year (562) 1-6 months 27% 57% 22% 66% 0% 7-12 months 14% 16% 16% 33% 0% 1-2 years 26% 19% 25% 0% 44% 3-5 years 23% 5% 26% 0% 39% > 5 years 3% 11% 0% 17% Q8 How long have you been playing games on a mobile phone and/or tablet? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

15 Mobile Game Play Device Usage TYPE OF MOBILE DEVICE USED WHEN PLAYING GAMES While the majority (67%) limit their mobile game play to a phone, one-third (33%) use a tablet for at least some of their mobile game play. Tablets are more popular among those new to mobile gaming. 70% 60% 67% One-third use a tablet for mobile game play 50% 40% # Months/Years Mobile Gaming < One Year (442) > One Year (562) Play only on phone 62% 71% Play only on tablet 19% 6% Play on tablet and/or phone 18% 23% 30% 20% 21% 12% 0% Play only on phone Play only on tablet Play on tablet and/or phone Q9 Which of the following best describes the type of mobile device you use when playing games? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

16 Mobile Game Play Device Usage TIME SPENT PLAYING GAMES ON MOBILE DEVICES Those who play mobile games on a phone and a tablet log more game time on these devices than those who limit their mobile game play to only a phone or a tablet. 50% 45% Percent of Time Use Phone for Game Play 50% 45% Percent of Time Use Tablet for Game Play 40% 40% 40% 35% 35% 30% 31% 30% 31% 25% 24% 25% 20% 20% 15% 15% 5% 5% 0% Phone only gamers Phone/tablet gamers 0% Tablet only gamers Phone/tablet gamers Q10/Q13 When using your mobile phone, what percent of the time do you spend playing games? Q12/Q14 When using your tablet, what percent of the time do you spend playing games? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

17 Mobile Game Play Device Usage GAME PLAY ON PHONE PRIOR TO USING TABLET (TABLET ONLY USERS) One-fourth (26%) of those who limit their mobile game play to a tablet previously played games on a mobile phone. Yes, 26% No, 74% Q11 Did you play games on a mobile phone prior to acquiring your tablet? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

18 Mobile Game Play Device Usage PERCENT OF MOBILE GAME PLAY PHONE VS. TABLET (PHONE/TABLET USERS) Those using both a phone and tablet for their mobile gaming entertainment play on a tablet more than on a phone. Tablet, 58% Mobile phone, 42% Q15 What percent of your mobile game play time is spent playing on a phone versus a tablet? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

19 Mobile Game Play Device Usage CHANGES IN MOBILE GAME PLAY SINCE TABLET ACQUISITION Mobile game play is shifting away from the phone towards the tablet. 40% of those who play mobile games on both a phone and a tablet said their game play on their phone has declined and shifted towards their recently purchased tablet. 50% 45% 40% 45% 40% Tablets are replacing mobile phones for many mobile gamers 35% 30% 25% 20% 15% 15% 5% 0% About the same Declined Increased Q16 Since you acquired a tablet, how has your mobile game play on a phone changed? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

20 Mobile Game Play Activity

21 Mobile Game Play Activity MOBILE GAMING A REGULAR PART OF DAILY/WEEKLY ACTIVITIES Percent Strongly/Somewhat Agree That Mobile Gaming Has Become A 90% 80% 70% 60% 50% 78% 73% 59% % Almost three-fourths (73%) Agree (Strongly and Somewhat) that mobile gaming has become a regular part of their weekly activities. This is slightly lower than one year ago. 40% 30% 20% 57% Agree (Strongly and Somewhat) that mobile gaming has become a regular part of their daily activities compared to 59% in % Regular part of my weekly activities Regular part of my daily activities % Strongly/ Somewhat Agree Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) Weekly activities 71% 77% 81% Daily activities 55% 51% 67% Q20 How much do you agree or disagree with the following: 20A Mobile gaming has become a regular part of my weekly activities. 20B Mobile gaming has become a regular part of my daily activities. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

22 Mobile Game Play Activity MOST RECENT MOBILE GAME PLAY Three fourths (77%) played a mobile game in the past week, which is slightly higher than the 2011 results of 73%. Those playing games on both a phone and a tablet are more active mobile gamers, with 88% playing in the past week. 90% 80% 70% % 77% Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) Past week 73% 78% 88% Past two to four weeks 27% 22% 12% 60% 50% 40% 30% 20% 27% 23% 0% Within the past week Within the past two to four weeks Q5 When was the last time you played a game on a mobile phone or tablet? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

23 Mobile Game Play Activity FREQUENCY OF MOBILE GAME PLAY 50% 45% 40% 35% 30% 25% 20% 15% 13% 35% 45% % 32% 18% 13% 11% 9% 9% 9% 49% The frequency of mobile game play increase slightly this year, with a total of 86% playing mobile games weekly compared to 84% in Daily mobile game play also increased from 35% in 2011 to the current 45%. Those who play on both a mobile phone and tablet are more active, with 57% playing daily. 5% 5% 5% 0% Daily 2-3 times a week Once a week 2-3 times a month Once a month or less Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) Daily 42% 40% 57% 2-3 times a week 32% 31% 32% Once a week 9% 16% 4% 2-3 times a month 11% 5% 5% Once a month or less 6% 8% 2% Q6 How often do you typically play games on your mobile phone and/or tablet? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

24 Mobile Game Play Activity NUMBER OF HOURS PER WEEK GAMES PLAYED MOBILE GAMES 80% 70% 60% 50% 40% 30% 20% 0% 71% 39% 33% % 25% 21% 19% 17% 12% 9% 7% 5% 5% < 30 minutes minutes 1-2 hours 3-4 hours > 4 hours The number of total hours per week dedicated to mobile gaming increased over the past year, with a total of 22% playing for three or more hours a week compared to 14% in Those playing on both a phone and tablet spend more hours per week playing mobile games. New mobile gamers (playing less than one year) play fewer hours per week, with 65% playing one hour or less. * The 2009 AT&T/PopCap survey only captured < 1 hour. Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) # Months/Years Mobile Gaming < One Year (442) > One Year (562) < 30 minutes 28% 22% 17% 27% 23% minutes 33% 38% 30% 38% 29% 1 2 hours 20% 20% 24% 19% 22% 3 4 hours 12% 9% 14% 14% > 4 hours 8% 11% 16% 7% 12% Q7 How many total hours per week do you play games on a mobile phone and/or tablet? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

25 Mobile Game Play Activity FREQUENCY OF SOCIAL GAME PLAY ON MOBILE DEVICE Daily 2-3 times a week Once a week 2-3 times a month 6% 6% 7% 19% 21% 24% 30% Social game play on a mobile device declined slightly over the past year. 30% said they Never play social games on a mobile device compared to 26% in Fewer mobile gamers play social games at least once a week on a mobile device. Once a month or less 11% 12% Never 26% 30% 0% 5% 15% 20% 25% 30% 35% Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) # Months/Years Mobile Gaming < One Year (442) > One Year (562) Daily 23% 15% 33% 25% 23% 2-3 times a week 20% 20% 25% 21% 21% Once a week 6% 11% 7% 6% 7% 2-3 times a month 6% 8% 5% 5% 6% Once a month or less 12% 8% 14% 11% 14% Never 32% 38% 16% 32% 28% Q21 How often do you play social games on a mobile device? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

26 Mobile Game Play Activity CHANGE IN MOBILE GAME PLAY ACTIVITY OVER PAST YEAR Almost half (46%) said their mobile gaming activity has increased over the past year, while 39% said it is about the same. 60% 50% % 46% 52% Device(s) Used for Mobile Game Play Phone (675) Tablet (117) Phone/Tablet (212) Increased 48% 46% 38% About the same 40% 39% 39% Decreased 12% 15% 23% 40% 40% 39% 30% 28% 20% 20% 15% 0% Increased About the same Decreased Q18 In terms of time spent, how has your mobile game play activity changed over the past year? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

27 Mobile Game Play Activity FACTORS INFLUENCING INCREASED MOBILE GAME PLAY The availability of more free games (70%) is the number one factor driving increased mobile game play, followed by the acquisition of a phone with better game play at 47%. One-fourth (28%) also said they have increased their mobile game play because more of their friends are playing, while 25% said the purchase of a tablet influenced their increased game play Overall (659) 2011 Overall (814) 2012 Overall (1,004) Device(s) Used for Mobile Game Play Phone (326) Tablet (54) Phone/Tablet (80) More free games available 60% 79% 70% 75% 30% 78% New phone more memory/better game play 59% 59% 47% 53% 4% 50% The graphics have improved 36% 48% 32% 29% 22% 49% The quality of game play has improved 34% 35% 31% 29% 22% 44% The number of game titles has increased 36% 38% 28% 29% 7% 38% More of my friends playing mobile games N/A N/A 28% 31% 6% 35% Purchased a tablet N/A N/A 25% 8% 87% 53% The games are a good value for the price 21% 36% 23% 19% 20% 40% Q19 What has influenced the increase in your mobile game play? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

28 Mobile Gaming Purchase Behavior

29 Mobile Gaming Purchase Behavior MOBILE GAMING PURCHASE ACTIVITIES (PAST YEAR) Half (51%) of mobile gamers have spent real money to purchase a mobile game, game currency and/or game content in the past year. The majority (37%) have upgraded from a free game trial or game app to a paid version. Those playing games on both a tablet and a phone are more active purchasers of games, game currency and/or game content. Individuals who spend money on mobile gaming are Younger - almost half (48%) less than 35 years old. Slightly more are males (56%). More active mobile game players (86% play multiple times a week). More tablet owners (45%) Device(s) Used for Mobile Game Play Overall (1,004) Q26 Which of the following mobile gaming purchase activities have you performed in the past year? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group Phone (675) Tablet (117) Phone/Tablet (212) Upgraded a free game trial or free game app to a paid version 37% 32% 38% 53% Upgraded a free ad-supported game to an ad-free paid version 18% 14% 15% 31% Purchased game content for a mobile game that you originally obtained for free 16% 13% 12% 28% Purchased game content for a mobile game that you originally purchased 11% 7% 6% 25% Purchased in-game currency with actual (real world) money to acquire items or services for a mobile game that you originally obtained for free Purchased in-game currency with actual (real world) money to acquire items or services for a mobile game that you originally purchased 7% 12% 21% 5% 3% 3% 15% None of the above 49% 56% 48% 30% Note: Game content includes power-ups, new levels/modes/features.

30 Mobile Gaming Purchase Behavior MOBILE GAMERS WHO PURCHASED OR PLAN TO PURCHASE 70% 60% 50% 40% 30% 20% 0% 58% 59% 55% 52% Device(s) Used for Mobile Game Play There was a slight increase in the number of individuals who spent money on mobile games between 2010 and 2011, although this upward trend does not appear to continue in 2012 and Following the introduction of the ipad in 2010, the number of mobile gamers spending money on mobile gaming began to increase. Those using both a phone and tablet for their mobile game play are more likely to spend money on mobile gaming. Phone (675) Tablet (117) Phone/Tablet (212) % 48% 70% % 70% 74% % 66% 75% % 63% 71% Q27 How much did you spend on mobile gaming for your phone and/or tablet in each of the past two years? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

33 Mobile Gaming Purchase Behavior PERCENT OF MOBILE GAMING EXPENDITURES (GAMES VS. CONTENT) The majority of the money spent on mobile gaming is for game purchases. 70% 60% 61% 62% 61% % 40% 30% 25% 24% 25% 20% 14% 14% 15% 0% Games Game content In-game currency Q28 What percent of last year s (2011) mobile game expenditures were for games, game content or in-game currency? Q30/Q32 What percent of this year s (2012) and next year s (2013) mobile game expenditures do you anticipate being for games, game content or in-game currency? PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

36 Key Takeaways KEY TAKEAWAYS Over the past year the population of mobile gamers in the US and UK who have played a game in the past month increased 29%. In the US the number of individuals who have played a mobile game in the past month increased 45% over the past year. The average age of a mobile gamer is 39.5 years. Those who limit their mobile game play to a tablet are older with an average age of 44.7 years. Smartphone ownership among mobile gamers grew 16% over the past year. 36% of mobile game players own a tablet. One-third use a tablet for at least some of their mobile game play, while twothirds limit their mobile game play to a phone. Tablets are more popular among those new to mobile gaming. Males are more likely to use both a phone and a tablet for their mobile game play. Mobile game play is shifting away from the phone towards the tablet, with 40% of those playing on both a phone and a tablet, indicating their game play on their phone has declined. Those who play on both a phone and a tablet log more game time on these devices than those who limit their mobile game play to only a phone or a tablet. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

37 Key Takeaways KEY TAKEAWAYS The number of new mobile gamers (playing for less than one year) has steadily increased since 2009 from 22% to 44%. The frequency of mobile game play continues to increase each year, with 96% playing mobile games weekly compared to 84% in The percentage playing daily also increased from 35% in 2011 to 45% over the past year. The availability of more free games continues to be the driving force behind increased mobile game play, followed by the acquisition of a phone with better game play capabilities. The purchase of a tablet also positively influenced the increase in mobile game play. Social game play on a mobile device declined slightly over the past year. Half (51%) of mobile gamers have spent real money to purchase a mobile game, game currency and/or game content in the past year, with upgrading from a free game trial or game app to a paid version being the most common purchase. More than one-third (37%) will spend more than $10 this year and next, and almost 20% plan to spend more than $50. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

38 Research Methodology

39 This international research was conducted by Information Solutions Group (ISG; exclusively for PopCap Games. The results are based on 2,301 online surveys completed by members of the world s largest online epanel (Toluna) in the United States and United Kingdom between April 25 and May 1, To qualify for participation in the survey, individuals had to own and use a mobile device (phone and/or tablet). Among these mobile device owners, 1,004 were identified as mobile gamers (those who played a game on their mobile device in the past month). In theory, in 19 cases out of 20, the results will differ by no more than 2.3 percentage points from what would have been obtained by seeking out and polling all US and UK mobile phone owners age 18 and over. Smaller subgroups reflect larger margins of sampling error. Other sources of error, such as variations in the order of questions or the wording within the questionnaire, may also contribute to different results. PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

40 About ISG

41 Information Solutions Group (ISG) specializes in providing its clients with full-service market research programs designed to enable businesses to make sound strategic decisions. Its services include a wide range of custom research and analysis solutions for both consumer and business-to-business product and service companies. ISG s services include market segmentation, customer satisfaction measurement, product development, public relations, competitive performance and pricing research. ISG uses online, telephone and mail survey methodologies and provides design, implementation and analysis services in the North American, EMEA and Asia Pacific markets. Examples of the type of information an ISG program can deliver can be obtained at PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

42 About Toluna

43 Toluna Online is the world s leading independent online panel and survey technology provider to the global market research industry. The company provides online sample and survey technology solutions to the world s leading market research agencies, media agencies and corporations, from its 17 offices in Europe, North America and Asia Pacific. In 2009, Toluna welcomed Greenfield Online and Ciao Surveys into the group complementing its traditional strengths in Europe and increasing its online sample and delivery capacity in the US, Canada and Asia Pacific. Additional information on Toluna can be obtained at PopCap Games Mobile Gaming Research - Confidential - Prepared by Information Solutions Group

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